“Ever since my father was diagnosed with cancer, I’ve been concerned about toxic ingredients in skin care,” Paltrow shared today at goop skincare’s launch event. “We worked very hard with our partners at Juice Beauty to make a collection that’s organic, luxurious, and effective—and is a great price point for how hard formulations with organic ingredients are to create,” she says. (They range from $90 to $140 and are available for purchase online and in select stores today.)

Goop by Juice Beauty is designed to be “safe enough for our daughters, and powerful enough for those of us who have maybe spent too much time in the sun,” Paltrow explains in a letter announcing the line.

Photo: goop

The six-piece collection (with a light “ocean” scent) features the basics for keeping you face fresh-faced and glowy, from a melting cleanser and exfoliating face mask to an eye cream and facial oil, which has the highest percentage of organic ingredients of the line. They all contain a potent cocktail of “age-defying meristem plant cells made from poet’s daffodil and sweet iris,” explains Blair Lawson, goop’s head of beauty.

“I started with these six products because I was making them for myself,” says Paltrow. “I wanted something that gives you a glow, something that firms, and is anti-aging…because I’m old,” she quipped.

The decision to partner with Juice Beauty seems like a no-brainer for Paltrow, who is fresh off the heels of co-creating her own makeup collection with the California-based company. “We have always been outspoken here at goop about concerns over the toxic ingredients used in personal care products—an industry that operates without regulation,” she says.

“I jumped at the chance to build on [Juice Beauty’s] remarkable track record for safety and environmental protection and create a line that’s different than everything else out there.”

And this morning Paltrow added that she’ll be joining Senator Dianne Feinstein in support of California’s Personal Care Products Safety Act. So while the wellness entrepreneur might be proud of her first-ever goop product line, you could say her interest in beauty is way more than skin deep. —Katie Maguire with additional reporting by Melisse Gelula